Winning Arguments by Heinrichs, Jay -- Read -- Imperial Library of Trantor

Index

Cover About the Author Title Page Copyright Page Contents Dedication Preface Winning Arguments

INTRODUCTION

1. Open Your Eyes

The Matrix, Only Cooler Ooh, Baby, Stir Harder Birds Do It…

OFFENSE

2. Set Your Goals

How to Seduce a Cop How to Manipulate a Lover The Seduction Diet The Tools

3. Control the Tense

Annie’s Pretty Sure Bet Girl Versus Turkey The Tools

4. Soften Them Up

Aristotle’s Big Three Logos: Use the Logic in the Room Pathos: Start with the Audience’s Mood The Tools

5. Get Them to Like You

Was My Fly Down? Captain Kangaroo’s Fashion Tip Basketball Decorum in Afghanistan The Tools

6. Make Them Listen

Janet Jackson’s Impeccable Virtue The Eddie Haskell Ploy The Tools

7. Show Leadership

The Tools

8. Win Their Trust

How Bluto Became a U.S. Senator Honest Abe’s Shameless Trick The Tools

9. Control the Mood

Matt Damon’s Pathetic Joke How Webster Made the Chief Justice Cry Other Passion Plays The Tools

10. Turn the Volume Down

Kick My Ass or I’ll Tell a Joke The Tools

11. Gain the High Ground

Cracking Good Clichés We Got Commonplaces in River City The Tools

12. Persuade on Your Terms

Tax-and-Spend Labelers My Word Versus Theirs Nuclear Commonplaces Get Out of a Tough Scrape Now Switch Tenses The Tools

13. Control the Argument

Socrates and Sports Cars Mozart Induces Hell The Tools

DEFENSE

14. Spot Fallacies

First Deadly Sin: The False Comparison Second Deadly Sin: The Bad Example Third Deadly Sin: Ignorance as Proof Fourth Deadly Sin: The Tautology Fifth Deadly Sin: The False Choice Sixth Deadly Sin: The Red Herring Seventh Deadly Sin: The Wrong Ending The Tools

15. Call a Foul

Fine Nixonian Rhetoric Spock for President Foul: Wrong Tense Foul: The “Right Way” Five Good Reasons The Tools

16. Know Whom to Trust

Mom’s Heart’s Desire A Salesman, Lying in a Mean The Tools

17. Find the Sweet Spot

The Right Mean People The Tools

ADVANCED OFFENSE

18. Speak Your Audience’s Language

I Wanna Be Just Like You Hearing Your Vision Avoid the Monsters The Tools

19. Make Them Identify with Your Choice

Catching Code The Tools

20. Get Instant Cleverness

Those Scheming Greeks And God Said, Figuratively… Grab a Cliché and Twist The Yoda Technique How Churchill Got Rhythm Say Yes and No at the Same Time We Are Not Unamused In Praise of “Like” The Tools

21. Seize the Occasion

When the Commonplace Picks Up and Moves Wait Till You See the Red in Their Eyes Let Kairos Fix Your Ethos The Tools

22. Use the Right Medium

Sensing Persuasion The Logical Telephone The Tools

ADVANCED AGREEMENT

23. Give a Persuasive Talk

Arrangement Style Memory Delivery The Tools

24. Wow Your Audience

Copy Cicero’s Outline Yell at an unseen enemy Turn a problem into a noble test Admonish your audience by flattering it Describe the Outcome of your Choice as a Dream Use Movie Techniques for Drama Simplify with a Balancing Figure To Emphasize a Point, Interrupt Your Sentence Connect Unalike Things with Alliteration Link a Bad Choice with the Impossible Sum Up with One Memorable Word Show Grit by Ending a String of Negatives with a Positive Channel a Great Character The Tools

25. Use the Right Tools

The Proper Way to Suck Up How Bush Senior Became President Wielding the Book Club Franchising Charm The Tools

26. Run an Agreeable Country

My Big Fat Rhetoric Jones Channeling Cicero You Can’t Keep Good Rhetoric Down The Great Attractor Thank Kids for Arguing

APPENDICES

APPENDIX I

The Tools Goals Ethos Pathos Logos Kairos Speechmaking

APPENDIX II

Glossary

APPENDIX III

Chronology

APPENDIX IV